So how does Sony launch a new MP3 player targeted towards gym rats and swimmers? By selling it inside of a water bottle at your local gym of course. Sony contacted Auckland-based ad agency DraftFCB to help market the new Sony Walkman NWZ-W270product in New Zealand. And so they came up with the Bottled Walkman, which is sold from vending machines in public places such as gyms. Check out the demo video for yourself below.